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Domino’s Pizza has been cagy in its marketing plans for Super Bowl Sunday. The Ann Arbor, Mich.-based brand of nearly 5,000 pizza restaurants in the United States is set to announce a “landmark sponsorship” of “Sunday’s big event,” though Domino’s gave very few indications that the event is a football game.

The only definite nod to football is the inclusion of Jim Kelly, who started at quarterback for the Buffalo Bills in four Super Bowls, as spokesman for Domino’s promotion, which is offering 100 Domino’s gift cards to fans who answer poll questions on the brand’s Facebook page.

In a statement, Domino’s was vague on details, saying Kelly “will help Domino’s unveil the unprecedented sponsorship — one that directly ties in with Sunday’s tradition that, year-in and year-out, captivates those around the world who follow the action — as well as celebrate or lament the outcome.”

Domino’s also said that everyone who attends the event on Sunday would receive a free Handmade Pan Pizza.

“We are so excited to announce this landmark sponsorship on Friday,” chief marketing officer Russell Weiner said in a statement. “We are as intrigued as the rest of the world for the big event, and once the outcome is decided, we are committed to making sure everyone in attendance gets the chance to enjoy a free Handmade Pan Pizza.”

Contact Mark Brandau at mark.brandau@penton.com
Follow him on Twitter: @Mark_from_NRN